| At present,China is entering a new stage of building a well-off society in an all-round way,and issues of agriculture,farmer and rural area,as the short board in the process of modernization,have not been satisfactorily resolved.For a long time,the central government attaches great importance to issues of agriculture,farmer and rural area,since the beginning of 2004,the Central Document No.1 for 14 consecutive years,focusing on issues of agriculture,farmer and rural area,emphasized more than once to develop the rural economy,cannot do without the support of rural finance;meet the demand of rural finance,cannot do without the innovation of financial products.With the accelerated process of urban-rural integration,diversified financial demand gradually emerged,the existing financial products have been unable to meet the growing demand of farmers and rural enterprises,resulting in the formation of rural financial market,the huge gap between supply and demand,bring favorable opportunities for financial institutions.Agricultural Bank of China to keep in mind the political mission entrusted by the central authorities,seize the opportunity to target the three rural blue ocean market,and actively serve the three rural,and strive to implement long-term strategic task of sustainable development.This article uses the literature research method,the descriptive research method,the experience summary method,simultaneously unifies the questionnaire survey to carry on the investigation.Starting from the analysis of Leshan rural financial market demand changes,combined with the service of rural financial institutions status and existing problems of Agricultural Bank of China to implement the "Agriculture,Rural Areas and Farmers" blue ocean strategy background,emphasizing the necessity and urgency of the Agricultural Bank of China Leshan branch service "Agriculture,Rural Areas and Farmers" to seize the rural market share.From the point of view of the existing "Agriculture,Rural Areas and Farmers" products and services of theAgricultural Bank of China Leshan branch,this paper analyzes the existing problems and causes in marketing,and uses 4P,4C theory and marketing practice to analyze the marketing strategy of "Agriculture,Rural Areas and Farmers" products.Finally,it is pointed out that the Agricultural Bank of China Leshan branch must do two aspects of work in order to promote the competitiveness of the local rural financial market.First,must work hard on product marketing,In product strategy,according to the demand characteristics of rural customers,through a comprehensive combing the existing "Agriculture,Rural Areas and Farmers" products,integration of existing products,functional expansion,scientific pricing,simplify the flow of credit measures such as complete adaptation,on the other hand,according to the rural financial market demand and local resources to accelerate agriculture product innovation,brand advantage.In the channel construction strategy,in accordance with the "based on physical outlets,electronic channels as the key to the flow of service channels for the extension,with third channels to supplement" the idea of a variety of ways to expand the service channel,especially to strengthen the construction of electronic channels,the channels and customer demand effective docking.In terms of product pricing strategy,it is necessary to formulate relevant interest rates according to the customer risk size and comprehensive rate of return.In product promotion strategy,we need to improve the quality of "Agriculture,Rural Areas and Farmers" service personnel,through a variety of channels to do advertising,publicity,enhance customer awareness and identification of products.Second,innovative service model.There are differences in rural financial market,we need to aim at different regional characteristics,characteristic industries,customer needs,and constantly innovate the "Agriculture,Rural Areas and Farmers" credit products and service model. |
